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Marketing Communication
Communication Part ONE out of Four Danny Abramovich Marketing Plan Specialist
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communication

Course Introduction, Main TopicsBackground: Consumer Behavior ü Human Communication Marketing Communication Creativity Integrated MarCom Global IMC
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1. Communication 4 Definition
HumanCommunication is made up of information:

Anything that changes one’s understanding (Marchionini, 1995) . Process, knowledge (Buckland, 1991) . Organized, transformed, presented, Meaningful, contextual(Shedroff, 1994).
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1. Communication 4 Definition
Business Communication

is the set of activities whereby businesses and other organizations createexchanges (transfers of value) between themselves and their customers.
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1. Communication 4 Process

= Information

= Communication

= ChangingAttitudes

Source ó Coding ó Message ó Channel ó Decoding ó Reception Obj. Sign Media


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Ð

O
communication

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1. Communication 4 Process
Ï ÐEncoding/ Decoding Symbols
• Graphic
– Pictures – Drawings – Charts

• Verbal
– Spoken word – Written word – Song lyrics

• Musical
– Arrangement – Instrumentation – Voice or chorus
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•Animation
– Action/motion – Pace /speed – Shape/Form
communication

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1. Communication 4 Process

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communication

1. Communicationlevels
Corporate Level
Messages influenced by a company’s overall business practice & Philosophy: vision, mission, corporate culture.

Marketing Level
Messages influenced by various aspects ofmarketing-mix such as product quality, design, pricing and distribution.

Marketing Communication Level
Strategic and execution consistency among all forms of marketing communication.
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